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ORLANDO MAIN STREET RESTAURANT WEEK
AUGUST 1 – 8, 2015
www.MainStreetRestaurantWeek.com
A week-long event to promote our culinary Main Street members, while driving
traffic for all businesses in our districts during a traditionally slow time of year.
Main Street Restaurant Week Participants:
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Eight Days: August 1-8, 2015
Eight Main Streets: Audubon Park, College Park, Church Street District, Downtown South, Gateway Orlando, Ivanhoe
Village, Mills 50, and Thornton Park District
50 Restaurants:
Audubon Park: Houndstooth Sauce Company, Blue Bird Bake Shop, O’Stromboli’s Italian Restaurant, Local Roots, The
Smiling Bison, Bikes Beans & Bordeux Neighborhood Café, Fatto in Casa, P is for Pie Bake Shop.
College Park: Jade Bistro, Outpost Neighborhood Kitchen, Ollie’s Public House, RusTeak, Tornatore’s Pizza, Citrus,
Tijuana Flats, Hubbly Bubbly Falafel Shop, Graffiti Junktion, Infusion Tea, Shakers American Café, Paxia Modern
Mexican & Tequila Bar, K Restaurant, Ragazzi’s Pizza & Restaurant, The Tap Room at Dubsdread
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10. Church Street District: Harry Buffalo, The Flame Broiler, Graffiti Junktion, Kres Chophouse
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12. Downtown South: Lidos Italian Restaurant, Mediterranean Blue, Grille restaurant Ameca, Doc’s Streetside Grille, East
Coast Wings & Grill, Flippers, Vanbarry’s Public House
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14. Gateway Orlando: TR Fire Grill, Oh Que Bueno
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16. Ivanhoe Village: The Greek Corner, Santiago’s Bodega, Hammered Lamb
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18. Mills 50: Firebirds Wood Fired Grill, First Watch, Maxine’s on Shine, Giraffas Brazilian Grille, Shin Jung Korean BBQ
Restaurant
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20. Thornton Park District: Anthony’s Pizzeria & Italian Restaurant, Sonoma Draught House, WildSide BBQ, Maxine’s on
Shine, SOCO, Mucho Tequila and Tacos, Shari Sushi Lounge, Graffiti Junktion
Main Street Restaurant Week Sponsorship/Partners:
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Sponsors:
Florida Restaurant & Lodging Association - $1,500
Heartland - $1,500
Partner:
The Orlando Date Night Guide –cross promotion between websites, and host of segment on Fox 35
Main Street Restaurant Week Advertising/Printing:
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Printing:
Eight Packets each containing: 100 posters, 1,000 check inserts, 100 fliers, 100 table tents, 100 menu templates - $1,400
Advertising:
The Orlando Sentinel Thursday Orange Extra covering all Orange County zips – 1/16 4/C ad – 72,000+ circ - $407
The Orlando Sentinel Calendar Ad covering full circulation – Quarter Pg 4/C ad - $645 – 96,000+ circ
Orlando Plug In App – Segment Sponsorship (Restaurants) – 14 days – Banners - $250 – 10,500 users
ORLANDO MAIN STREET RESTAURANT WEEK
AUGUST 1 – 8, 2015
www.MainStreetRestaurantWeek.com
Main Street Restaurant Week Media/Additional Coverage:
32. Print Media:
33. Heather McPherson full page column in 7/31 Calendar section of the Orlando Sentinel – 96,000+ circ = $2400 value
34. Asia Trend – feature story – July 2015 issue – 10,000+ circ
35. On Air:
36. Fox35 Segment – ran Saturday morning 8/1 – feature segment highlighting the districts and the event – favored by 30;
250+ shares
37. Online/App:
38. Orlando Plug In App – Given front page banner for 14 days - $500 value – 10,500 users
39. The Orlando Sentinel.com – Heather McPherson full page column from Calendar section appeared in online edition and is
still part of SEO for event and participating restaurants
Main Street Restaurant Week Social Media Push:
40. Event Page:
41. Three week invitation posted with 2,000 invites shared, 1,200 people clicking that they were attending; 98k reached; 5.5k
viewed; 1.5k engaged
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Orlando Main Street: Period of 7/10 – 8/10
Daily engagements jumped from avg. of 17 to 25 per day to 75 to 115 per day with a peak of 426 new users 7/27
Daily impressions jumped from an average of 26,000 per day to an average of 40,000 during Restaurant Week
People Talking about the page jumped from an average of 75 per day to an average of 200 during the time period
Weekly Reach over 28 days jumped from an average of 5,800 to more than 11,000+ during the time period
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Districts: Two districts reports in
Daily engagements jumped from avg. of 80 per day to 175 per day with a peak of 321 new users
Daily impressions jumped from an average of 11,000 per day to an average of 14,000 during Restaurant Week
People Talking about the page jumped from an average of 120 per day to an average of 200 during the time period
Weekly Reach over 28 days jumped from an average of 350 to more than 500+ during the time period
ORLANDO MAIN STREET RESTAURANT WEEK
AUGUST 1 – 8, 2015
www.MainStreetRestaurantWeek.com
Main Street Restaurant Week Survey Results:
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Attendees: 18 surveys to date
Overall rating: 61% Excellent; 22% Very Good; 16% Fairly Good; 0% Mildly; 0% Not good
How Many Visits: 27% 1; 38% 2; 17% 3; 11% 5
Length of Event: 62% about right; 22% slightly too short; 17% somewhat too short
Value: 17% great deal; 50% a lot of value; 22% moderate value; 11% little value; 0% no value
Menus: 70% $30 prix fixe; 30% $20 prix fixe; 17% $15 prix fixe; 11% $5 discount
How did you learn: 28% MSRW Event page; 16% Orlando Main Street FB page; 50% District Main Street FB pages; 11%
from restaurants themselves; 17% from newspaper article; 5% on App; 17% other (member; city worker)
How likely to attend in future: 62% extremely likely; 33% very likely; 5.5% somewhat likely
What did you like best:
Trying new restaurants;
Prix Fixe options were great;
Tap Room’s deal;
The pricing;
Lots of options;
The variety of restaurants;
The opportunity to try other restaurants I don’t think of usually;
The variety of restaurants and all of the Main Streets working together
What did you like least:
Some restaurants barely gave a deal;
It’s hard to eat out so many times in one week;
Took too long to post menus to website; entrees at some places were smaller portions which decreased value;
Website was confusing and not up to date;
Not all restaurants offered prix fixe;
Nothing (5);
Menus not up sooner
Any other comments:
Getting a free drink shouldn’t be able to get a restaurant the opportunity to participate;
Menus should be simplified to $10/$20/$30 prix fixe;
I loved it because while I didn’t get to every restaurant I wanted to during the week, I now have a list I want to try since I
have a better idea of menus/prices;
90. Make it twice a year;
91. Would love to see additional events and contests included in the week
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Restaurants: 15 surveys to date
Overall rating: 13% Excellent; 40% Very Good; 20% Fairly Good; 20% Mildly; 7% Not good
Length of Event: 75% about right; 6% slightly too short; 18% somewhat too short
How many guests: 2-3; none; 15-20; 165; 3; 40%; 50; 50; 2 tables; hundreds; 20; 30-60
What price point did you participate at: 32% $10 lunch; 12.5% $10 dinner; 18% $20 lunch; 37% $20 dinner;
50% $30 dinner – two respondents said lunch was best for their restaurant
Did you offer prix fixe or regular menu + extra: 68% prix fixe; 12% regular menu; 12% both
Responses was the crab roll for lunch did best; chef select 3 course menu did best
How many specials sold: 2; 6; 15-20; 165; 3; 50; 50; 10; 100; 20; 50-80
Did you see an increase in traffic YOY: 57% yes; 42% no – Response: +6.75% YOY
Did you see an increase in profit YOY: 50% yes; 50% no – Response: +12.50% YOY
Did you see MSRW promoted during the week: 73% yes; 26% no – Responses: Orlando Sentinel / Fox 35
Did you use provided print materials: 75% yes; 25% no; - Responses: table tents and fliers
Did you promotion MSRW on your social media: 81% yes; 19% no; - Responses: Facebook (6)
Did you see your restaurant promoted on MS social media: 62% yes; 37% no - Responses: FB (3)
How likely to participate again: 37% extremely likely; 37% very likely; 18% somewhat; 6% not so likely
Would you pay a small fee: 35% yes; 64% no
What did you like best:
It's bringing people from outside that haven't had Korean food, giving them a chance, b/c it has specials
I like the cross promotion between the districts; It drove traffic;
It was in August;
It brought in new guests;
Easy to follow and freedom to do what we wanted to;
Great selection of restaurants and great idea to do in August; Brings people from outside area that haven’t tried us before
Although we did not see much traffic it was the first year and may need some time to make into a huge event
for all.
It drove traffic in the restaurant.
What did you like least:
Would have liked materials earlier;
We sold more desserts than normal and it put us behind in kitchen area;
We did not see an increase of traffic, no one asked for the menu
All restaurants did not receive same media attention;
It lowered our average check;
We did not see an increase in traffic;
Start planning earlier;
We didn’t get as many guests as we had hoped for – I had high expectations and we will try again;
Time frame
Other comments: Overall good event, but longer might work better or do another in Sept.